EQ Saddlery

What EQ Saddlery does

EQ Saddlery is a family-owned Australian equestrian retailer that sells horse riding equipment, apparel, and horse-care products to individual riders, horse owners, and wholesale buyers. The company operates a multi-channel model combining eight physical retail showrooms across eastern Australia (Adelaide Hills, Canberra, Geelong, Hunter Valley, Kilmore, Pakenham, Southern Highlands, Yarra Valley) with a Shopify-powered national e-commerce storefront (eqsaddlery.com.au). Its catalog spans approximately 3,982 SKUs across more than 200 third-party brands, supplemented by two proprietary labels — EQ Armour for horse products and EQ Wear for rider apparel.

The product offering covers saddles across all disciplines (all-purpose, dressage, endurance, jump, show, stock, western), horse rugs, bridles, boots, bandages, stirrups, saddle pads, rider apparel (casual, competition, western/country, safety), country lifestyle clothing (Akubra, Ariat, RM Williams, Wrangler, etc.), and a stable-and-horse-health range including grooming, feed, supplements, and farrier tools. Saddle pricing ranges from approximately A$549.99 (youth synthetic) to A$4,000 (premium Bates Kimberley). Services include professional saddle fitting, a loyalty program (EQ Perks with points and member-only Paddock Perks), digital and physical gift cards from A$25, and a price-matching guarantee.

The revenue model is primarily one-time retail product sales (B2C) augmented by a wholesale distribution channel to equestrian businesses (B2B). Pricing is unit-based with a A$14.95 standard shipping fee, free shipping above A$175, and a freemium-style EQ Perks loyalty layer. Marketing is conducted via Facebook, Instagram, an email newsletter, an educational blog covering horse-health topics, and promotional campaigns. The company is privately held, family-owned, bootstrapped (no disclosed funding rounds), and has operated continuously since 1976.

Name

EQ Saddlery

Legal name

EQ Saddlery

Website

https://eqsaddlery.com.au

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

11–50 employees

Short description

EQ Saddlery is a family-owned Australian equestrian retailer operating 8 physical showrooms and a national Shopify e-commerce store, selling ~3,982 SKUs across 200+ brands plus proprietary EQ Armour and EQ Wear labels to individual riders, horse owners, and wholesale buyers.

Ownership category

akta.pro rank

Headquarters

HQ city

Lilydale

HQ country

Australia

HQ region

Oceania

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail Product Sales: EQ Saddlery generates revenue through direct retail sales of equestrian equipment and horse riding gear including saddles, horse rugs, riding apparel, footwear, and accessories. Products are sold both online and in physical store locations across Australia.
2. Wholesale Sales: The company sells to wholesale industries alongside consumer sales, indicating a B2B revenue stream alongside B2C retail operations.
3. EQ Perks Loyalty Program: Loyalty program that rewards customers with points on purchases, generating repeat customer engagement and driving customer lifetime value through the EQ Perks Club membership.
4. Gift Cards: Digital gift cards available from $25, providing additional revenue stream and driving new customer acquisition through gifting.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

EQ Saddlery is a family-owned Australian equestrian retailer selling horse rugs, saddles, bridles, horse boots, stirrups, saddle pads, rider apparel (casual, competition, country/western), safety gear, footwear, country clothing, and stable/horse health products. The business operates a nationwide Shopify-powered e-commerce site alongside 8 physical retail stores, supported by the EQ Perks loyalty program, saddle fitting consultations, gift cards, and a price-match guarantee. It also runs two proprietary label brands — EQ Armour (horse protection) and EQ Wear (rider apparel).

Product overview

EQ Saddlery is a family-owned Australian equestrian retailer operating as an e-commerce platform with multiple physical store locations across Australia. The business offers an extensive portfolio of horse riding equipment and rider apparel organized into major categories: Horse Rugs (rainsheets, turnouts, summer rugs, insect protection, show rugs, coolers), Horse Gear (saddles across all disciplines, stirrups, saddle pads, bridles, horse boots), Rider Gear (casual clothing, competition wear, country/western clothing, footwear, safety equipment), Country Clothing (major Australian and international lifestyle brands), and Stable & Horse Health (grooming, first aid, feed, supplements, farrier tools). The company carries two proprietary brands—EQ Armour (horse rugs, boots, show sets) and EQ Wear (rider apparel)—alongside hundreds of third-party equestrian brands. Services include professional saddle fitting, a loyalty program (EQ Perks), gift cards, and a price promise guarantee.

Differentiator

Problem solved

Functional benefit

Brands

• EQ Perks: Loyalty rewards program for customers
• EQ Wear
• EQ Armour

Products and services

• EQ Armour In-house EQ Saddlery brand of horse rugs, brushing boots, show sets, coolers, and fleece rugs designed for Australian equestrian conditions and sold through the EQ Saddlery storefront.
• EQ Wear Private-label EQ Saddlery rider apparel line including breeches, tights, base layers, jackets, and puffer vests for casual and competition wear, distributed through the EQ Saddlery storefront.
• Saddle Fitting Service Professional saddle fitting consultation connecting EQ Saddlery customers with independent saddle fitters to ensure proper fit of a saddle for both horse and rider before or after purchase.
• EQ Perks Loyalty Program Free EQ Perks Club membership rewards program that awards customers points on purchases, provides free shipping on orders over $175, and grants access to exclusive member-only specials (Paddock Perks).
• Gift Cards Digital and physical EQ Saddlery gift cards available in denominations starting from $25, redeemable against products across the catalog.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Horseland: Australia's largest specialty equestrian retailer with multiple storefronts and a broad multi-brand horse riding assortment; directly competes with EQ Saddlery across saddles, rugs, apparel, and rider gear in the same Australian consumer base.
• Saddleworld: Australian specialty saddlery chain with stores nationwide stocking saddles, bridles, rugs, and rider apparel from major equestrian brands; overlaps directly with EQ Saddlery on product mix, customer segment, and channel strategy.

Regional players

• SmartPak Equine: US-based direct-to-consumer equestrian retailer strong in supplements, tack, and apparel with subscription-style SmartSupplements; mirrors EQ Saddlery's blended product-plus-service approach but in the US market.
• Dover Saddlery: US-based specialty equestrian retailer with stores and a large e-commerce catalogue spanning horse care, tack, apparel, and rider equipment; comparable assortment and multi-channel model, but operating in North America rather than Australia.

Others

• Ariat: US equestrian and western footwear and apparel brand distributed by EQ Saddlery; relevant as both a key supplier and a competing branded presence with growing direct-to-consumer reach.
• Horseware Ireland: Major international horse apparel and rug brand (Horseware, Rambo, Amigo) carried by EQ Saddlery; comparable as an upstream brand-side peer and potential adjacent competitor if it expands direct-to-consumer in Australia.

Broad incumbents

• R.M.Williams: Iconic Australian country and western apparel brand with growing equestrian and rural lifestyle assortment; operates as a broader incumbent in adjacent apparel categories overlapping EQ Saddlery's country clothing range.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/eqsaddlery
• Instagraminstagram.com/eqsaddlery
• LinkedInlinkedin.com/company/eqsaddlery

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about EQ Saddlery